Music Trade Review
Issue: 1901 Vol. 33 N. 22 - Page 8
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
to keep in line, so to speak, are the ones
whose business has been gradually slipping
away from them. Their business has been
supplanted here and there by strong, ener-
getic, virile men, who recognize the force of
advertising as a modern business projectile,
whose explosive force hurls publicity and
interest everywhere.
We may take some of the modern con-
cerns. For instance, we will say, the Hobart
M. Cable Co., of Chicago, a concern which
has not been in business a year and yet to-
day the Hobart M. Cable piano is well known
in every nook and cranny of America. It is
handled and sold by energetic dealers. A
steady line of carload shipments of Hobart
M. Cable pianos have been going forward
to all parts of America.
Why is this?
Not wholly because the piano embodies a
good value, which no one questions, but be-
cause the institution behind it exhibited pro-
gressiveness in its advertising, exhibiled a
profound belief in the value of trade jour-
nals as a medium. That very fact alone con-
veyed to the dealers the intelligence that the
new piano concern of Chicago was a wide-
awake, progressive institution, and it is just
that kind of an institution which the ambi-
tious dealers like to be in line with. Men
are influenced unconsciously by the public
announcements of other men in whose wares
THE
7VYUSIC TRRDE
REVIEW
they have indirect interest, and in the busy ments of their specialties. It is very much
whirl of to-day the up-to-date business world better to write an advertisement briefly and
to the point than it is to amplify to such an
has no use for a back number.
extent that the reader will not wade through
"THE Piano Dealers' National Association
an interminable advertising argument. Brief-
shows a healthy growth. It includes
ness and conciseness should be followed by
on its roll of membership leading dealers
advertisers.
from Maine to California, and from New
Orleans to St. Paul. Few organizations in BALDWIN INCREASE 40 PER CENT.
[Special to The Review.]
any industry or trade have shown the rapid
Cincinnati,
O., Nov. 26, 1901.
advance that this organization has since its
An idea of the growth and increasing im-
establishment last spring. The membership portance of the piano-making industry in
fee has now been advanced from two to five Cincinnati is given by the fact that the pres-
dollars, but it is not believed that this will ent year will show an increase in the output
deter a steady augmentation of names of of pianos by the concern of D. H. Baldwin
dealers who desire to be identified with this &: Co. of forty per cent, over last year. The
healthy young organization which stands for reputation of Cincinnati as a piano manufac-
turing city has been carried all over the
trade betterment.
world, and there is a steady increase in the
business
and a constantly widening field into
P O M E time ago we had occasion to praise
which Cincinnati pianos go. The manufac-
a Western merchant for the honesty of
ture of such an article as that turned out
his advertising. Since then we have received by the Baldwin factory increases as the rep-
a goodly number of papers containing piano utation and name of the maker, and the in-
men's announcements from various parts of crease noted can be attributed directly to
the country, and it is interesting to note that the way in which the name has been made
there is a decided improvement in the style well-known in Europe and other parts of the
of piano advertising over any previous year. world as well as here at home.
H. M. Flagler, the Standard oil magnate
One point, however, that we would sug-
and
proprietor of a chain of palatial hotels
gest is this:—to make a better typographical
on the Florida Coast, has ordered a Kimball
display. It is a common fault with many
piano, style No. 9 in mahogany, for the Hotel
c '.vertisers who have purchased a certain Alcazar at St. Augustine.
amount of space to fill it to overflowing with
The Matthews Co., of Lincoln, Neb., have
black type, containing glowing announce- secured the agency for the Bauer piano.
SCHWANDER ACTION
IS
K N O W N
A L L O V E R
T H E W 0 R L I
A few countries in which the Schwander Action is sold :
AUSTRIA, BELGIUM, ENGLAND, FRANCE, GERMANY, ITALY,
)APAN, RUSSIA, SPAIN, SOUTH AMERICA, UNITED STATES.
W
in
E do not want to insert
misleading
ads.
We do
not mean that our Actions go to the above countries
finished
pianos but are shipped to the most eminent
pianoforte makers in each country respectively.
This proves beyond a doubt that
The
Schwander
Action
Is the (Standard Action of the World
L CHARPIAT,
So,e Agent for the
United States and Canada
Lincoln Ave., New York
THE
to keep in line, so to speak, are the ones
whose business has been gradually slipping
away from them. Their business has been
supplanted here and there by strong, ener-
getic, virile men, who recognize the force of
advertising as a modern business projectile,
whose explosive force hurls publicity and
interest everywhere.
We may take some of the modern con-
cerns. For instance, we will say, the Hobart
M. Cable Co., of Chicago, a concern which
has not been in business a year and yet to-
day the Hobart M. Cable piano is well known
in every nook and cranny of America. It is
handled and sold by energetic dealers. A
steady line of carload shipments of Hobart
M. Cable pianos have been going forward
to all parts of America.
Why is this?
Not wholly because the piano embodies a
good value, which no one questions, but be-
cause the institution behind it exhibited pro-
gressiveness in its advertising, exhibiled a
profound belief in the value of trade jour-
nals as a medium. That very fact alone con-
veyed to the dealers the intelligence that the
new piano concern of Chicago was a wide-
awake, progressive institution, and it is just
that kind of an institution which the ambi-
tious dealers like to be in line with. Men
are influenced unconsciously by the public
announcements of other men in whose wares
THE
7VYUSIC TRRDE
REVIEW
they have indirect interest, and in the busy ments of their specialties. It is very much
whirl of to-day the up-to-date business world better to write an advertisement briefly and
to the point than it is to amplify to such an
has no use for a back number.
extent that the reader will not wade through
"THE Piano Dealers' National Association
an interminable advertising argument. Brief-
shows a healthy growth. It includes
ness and conciseness should be followed by
on its roll of membership leading dealers
advertisers.
from Maine to California, and from New
Orleans to St. Paul. Few organizations in BALDWIN INCREASE 40 PER CENT.
[Special to The Review.]
any industry or trade have shown the rapid
Cincinnati,
O., Nov. 26, 1901.
advance that this organization has since its
An idea of the growth and increasing im-
establishment last spring. The membership portance of the piano-making industry in
fee has now been advanced from two to five Cincinnati is given by the fact that the pres-
dollars, but it is not believed that this will ent year will show an increase in the output
deter a steady augmentation of names of of pianos by the concern of D. H. Baldwin
dealers who desire to be identified with this &: Co. of forty per cent, over last year. The
healthy young organization which stands for reputation of Cincinnati as a piano manufac-
turing city has been carried all over the
trade betterment.
world, and there is a steady increase in the
business
and a constantly widening field into
P O M E time ago we had occasion to praise
which Cincinnati pianos go. The manufac-
a Western merchant for the honesty of
ture of such an article as that turned out
his advertising. Since then we have received by the Baldwin factory increases as the rep-
a goodly number of papers containing piano utation and name of the maker, and the in-
men's announcements from various parts of crease noted can be attributed directly to
the country, and it is interesting to note that the way in which the name has been made
there is a decided improvement in the style well-known in Europe and other parts of the
of piano advertising over any previous year. world as well as here at home.
H. M. Flagler, the Standard oil magnate
One point, however, that we would sug-
and
proprietor of a chain of palatial hotels
gest is this:—to make a better typographical
on the Florida Coast, has ordered a Kimball
display. It is a common fault with many
piano, style No. 9 in mahogany, for the Hotel
c '.vertisers who have purchased a certain Alcazar at St. Augustine.
amount of space to fill it to overflowing with
The Matthews Co., of Lincoln, Neb., have
black type, containing glowing announce- secured the agency for the Bauer piano.
SCHWANDER ACTION
IS
K N O W N
A L L O V E R
T H E W 0 R L I
A few countries in which the Schwander Action is sold :
AUSTRIA, BELGIUM, ENGLAND, FRANCE, GERMANY, ITALY,
)APAN, RUSSIA, SPAIN, SOUTH AMERICA, UNITED STATES.
W
in
E do not want to insert
misleading
ads.
We do
not mean that our Actions go to the above countries
finished
pianos but are shipped to the most eminent
pianoforte makers in each country respectively.
This proves beyond a doubt that
The
Schwander
Action
Is the (Standard Action of the World
L CHARPIAT,
So,e Agent for the
United States and Canada
Lincoln Ave., New York
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